Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
In case you hadn’t noticed, things are changing in the world of retail. And not just by a little. They are changing a lot! And at its heart is a revolution in the way shoppers are shopping. If ever there was a rationale for the existence of shopper marketing, this is it, or rather, now …
Shopper marketing has barely established itself in the marketing lexicon and in the halls of consumer goods companies, and yet it seems to be facing a new existential challenge. In this age of digital marketing, the worlds of the consumer and the shopper seem to blur: I can be a consumer one moment and a …
I’m often asked why we need shopper marketing (thankfully less now than before). There are many possible answers – but here is one: Shopper marketing exists because shoppers and consumers have fundamentally different relationships with brands. Consumer marketers spend an enormous amount of energy creating (or at least attempting to create) ‘brand-love’. But brand relationships …
Winning with shoppers is key to consumer goods success: I think we can all agree on that. And on the surface, shopper marketing looks pretty straight forward. Stick some activity in a store and a shopper responds… Simple eh? Alas not. Shopper marketing is fiendishly complicated. Deep understanding of shopper behavior is key to shopper …
My last post argued that often (though not always the case) the role of shopper marketing is to disrupt shopper behavior. This is critical to shopper marketing success: if the shopper doesn’t behave differently, it is unlikely that our results will change. Most marketers I know are looking for growth: and growth means that some …
There is a lot of debate among shopper marketers as to whether or not ‘disrupting’ shoppers is a good thing. The word ‘disrupt’ gained a lot of credence a few years ago, but it appears now to be falling out of favor. To quote a recent TNS study: “To broaden product consideration and grow sales, …
Facebook and Dunnhumby, the data company owned by Tesco and behind Tesco’s Clubcard, have announced a data partnership which promises to be able to connect specific campaigns to in-store shopping behavior. Is this a major step forward to measuring true marketing effectiveness? Is the data trustworthy or valid? How should consumer marketers and shopper marketers …
Those of you who have read my posts for a while will know that I’m not a big fan of in-store promotions. Well, promotions are all in the news again. But this time it is retailers talking about doing fewer in-store promotions, not more. Some large retailers in the UK have announced that they will …
It doesn’t appear to be a good time to be an established bricks and mortar supermarket or superstore retailer. Companies such as Tesco, who a few short years ago appeared to be eternal leaders in their field, now appear to be stumbling. The growth of online shopping, the rise of the convenience store, and in …
It’s never been a more exciting time to be involved in retail or shopper marketing. It’s also never been more dangerous or risky to be marketing a consumer goods brand. The industry is about as dynamic and unpredictable as it has ever been. Discounters are going from strength to strength. E-commerce is booming. Convenience stores …